You may not have known this, or been blinded by Ford’s media blitz to the contrary, but when you separate out the light truck sales data from the heavy-duty segment, what you’ll realize is that the Chevrolet Silverado 1500 is actually the country’s best selling light-duty pickup. 119,959 units were sold year-to-date, beating the F-150’s numbers by nearly 12,000 units. Share increased to 32.4% of the market, at the expense of nearly everyone else.
The exception? The Dodge Ram 1500 has been selling better than expected too, considering that parent Chrysler has just emerged from a highly publicized bankruptcy. The Ram leapt 2.2 points to corner 15.8% of the market, the biggest increase among any light truck. Maybe the incentives or fire-sale pricing has something to do with it? Or is the the coil-sprung rear end? Anyhow, Toyota was the biggest loser, with the much-maligned Tundra losing 3.2 points of market share.